Josip Juraj Strossmayer University of OsijekFaculty of Economics in Osijek

Lower level organizational units

Chair of Marketing

Place

Osijek

State

Croatia

Scientific field, discipline, subdiscipline

SOCIAL SCIENCESEconomicsTrade and Tourism

Study programme type

university

Study level

undergraduate

Study programme

Marketing

Academic title abbreviation

univ. bacc. oec.

Genre

undergraduate thesis

Language

Croatian

Defense date

2017-09-13

Parallel abstract (English)

Croatian tourism is one of the most important economic branches of the Republic of Croatia. Its value lies in natural and cultural riches. In 2016 the share of tourism revenues in total GDP was 18.9 percent. The city of Osijek also follows positive trends in tourism at the state level. The number of visitors has increased in comparison to 2015 as well as the number of foreign guests. The reason for this growth lies in increasing both quality and quantity of the content. Today, Pannonian Challenge carries the title of the biggest extreme sports competition in the region. Also, it is of an international significance due to a large number of world-renowned athletes. The idea of exploiting the capacity of the two dormitories was presented due to increase in accommodation demand at the time of the festivals. In order to make dormitories more prominent in the market and to make more people stay in them, the SmallTown marketing strategy was proposed. The designed offer of Smalltown facilities is trying to adapt to users, gain a competitive advantage, incorporate key factors and align with available resources.